Electronic Arts started a new ad campaign over the weekend for their upcoming release, Dead Space 2. The ads use the idea that “a mom’s disapproval has always been an accurate barometer of is cool.” Based on this notion, EA recruited over 200 moms for focus testing of Dead Space 2. Obviously EA knew that Dead Space 2 is not the type of game a mom would be interested in, or enjoy. Below is a behind-the-scenes view of what took place, and the results.
There’s also been some adverse reaction from the ambiguous gaming community that these ads are directly targeting children for what is a mature rated game. To that, I will say the same thing that Cliff Bleszinski, Creative Designer for Epic Games, said, “Someone in the EA marketing department deserves a raise.” Not only is this ad campaign getting attention from gaming consumers, but also spreading word to those who otherwise would have ignored the game, including some moms.
Check out some of the videos below to see the participants. Some of the individual moms give great reactions and hilarious responses. Dead Space 2 will be available on January 25 for the Xbox 360, PlayStation 3, and PC.
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